Programmatic Display Advertising: Key Players, Market Share, and Growth Prospects

According to the report published by Allied Market Research, the global programmatic display advertising market generated $451.3 billion in 2021, and is estimated to reach $9473.3 billion by 2031, witnessing a CAGR of 35.8% from 2022 to 2031. The report offers a detailed analysis of changing market trends, top segments, key investment pockets, value chains, regional landscape, and competitive scenario. The report is a helpful source of information for leading market players, new entrants, investors, and stakeholders in devising strategies for the future and taking steps to strengthen their position in the market.

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Programmatic display refers to a set of technologies that enables advertisers to post online display adverts in front of potential consumers while they browse publisher sites that contain the advertising. With the help of programmatic display advertising solutions, adverts can be placed at specific times of the day or on specific sites when these target users are online.

Furthermore, key factors that drive the growth of the programmatic display advertising market include surge in demand for work-from-home and remote working policies during the period of the COVID-19 pandemic, which fueled screen time of individuals staying at homes, hence empowering the demand for internet advertising and programmatic display advertising solutions during the period. Moreover, the growth in demand for easily accessible and shorter forms of entertainment and media is positively impacting the growth of the programmatic display advertising market.

However, data privacy and sharing challenges on programmatic display advertising platforms can hamper the programmatic display advertising market growth. On the contrary, the integration of advanced tools such as machine learning and data analytics with programmatic display advertising solution and software suites is expected to offer remunerative opportunities for expansion of the programmatic display advertising market forecast during the period.

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Based on type, the private marketplace segment dominated the overall programmatic display advertising industry in 2021 and is expected to continue this trend during the forecast period. This is attributed to the simplified ad space allotment in private marketplaces. However, the real time bidding segment is expected to witness the highest growth owing to the surge in demand for de-centralized and independent ad spaces.

Based on ad format, the online video segment was the largest in 2021, accounting for nearly one-third of the global programmatic display advertising market share, and would rule the roost through 2031. The mobile video segment, however, is estimated to witness the fastest CAGR of 37.4% during the forecast period. The report also discusses the online display and mobile display segments.

In terms of industry vertical, the BFSI segment captured the largest market share of nearly one-fourth in 2021 and is expected to lead the trail during the forecast period. However, the IT and telecom segment is likely to achieve the fastest CAGR of 39.2% during the forecast period.

Region-wise, the programmatic display advertising market was dominated by North America in 2021, and is expected to retain its position during the forecast period, owing to its high concentration of programmatic display advertising solutions vendors such as Google Inc., Adobe, and LG Electronics. which is expected to drive the market for programmatic display advertising technology within the region during the forecast period. However, Asia-Pacific is anticipated to witness significant growth during the forecast period, owing to rapid economic and technological developments in the region, which is expected to fuel the growth of programmatic display advertising solutions in the region in the coming few years.

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The outbreak of COVID-19 made end users stay in their homes, which fueled internet usage due to the growing consumption of online services such as online gaming and over-the-top platforms. According to the survey by InMobi, a mobile marketing platform, 46% viewers were watching more online content during the COVID-19 lockdowns. As per the survey by Amdocs in August 2020, in Asia-Pacific, 44% of the users are spending more time on their mobile or fixed broadband subscription due to OTT video streaming services. Most of the networks are observing about 30-45% growth over a year in global internet traffic.

There is growing demand for mobile advertising in various industries across the globe to reach a greater number of users who are active on mobile devices. Moreover, the rising trend of programmatic display advertising investment among businesses during the pandemic as well as increased advertising budgets among large and small businesses is fueling the programmatic display advertising market. More consumers across the globe are shopping online than pre-COVID-19. This trend of online shopping is expected to provide numerous opportunities for market growth.

The key players profiled in the programmatic display advertising market analysis are Adobe, Basis Technology, Connexity, Google, LLC, Integrated Ad, Science, Inc, IPONWEB Limited, Kayzen, LG Electronics, MediaMath, Magnite, Inc, NextRoll, Inc, RythmOne, LLC, Samsung Electronics, The trade desk, Verizon, Voyage Group, Xandr. These players have adopted various strategies to increase their market penetration and strengthen their position in the industry.

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The report analyzes these key players of the global programmatic display advertising market. These players have adopted various strategies such as expansion, new product launches, partnerships, and others to increase their market penetration and strengthen their position in the industry. The report is helpful in determining the business performance, operating segments, product portfolio, and developments by every market player.

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